In June 2015, Google commissioned Forrester Consulting to evaluate how prepared mobile marketers are to deliver to consumers during quick mobile “moments” – i.e. — instances when they reflexively turn to their devices to act on a need to learn, discover, find, or buy something.
In conducting 234 online surveys and four in-depth interviews with mobile marketers in the US, Forrester found that while most organizations understand the impact of mobile on customer expectations and the need to respond, few actually have the necessary capabilities to identify, deliver, and measure moments of intent.
As a UX blog, we highlight these particularly relevant insights:
Only 26% of marketers reported that their firms conduct the ethnographic studies and customer journey mapping necessary to identify customers’ moments of need.
Businesses employ a variety of methodologies to better understand their customers, but some methods are more sophisticated than others. In our survey, we found that companies favor personas and voice of the customer (VoC) studies such as focus groups and survey research over more rigorous methods. While personas can help marketers visualize their target audience, they are illustrative at best. VoC studies are similarly limited in that they only capture insights from actively engaged customers at specific points in time. Deep insight comes from understanding the entire customer experience (e.g., customer journey mapping) and applying context (e.g., ethnographic studies). Our survey showed that while many companies are doing one or the other, only one in four (26%) employ both journey mapping and ethnographies together in order to shape insights about the contextual customer experience.
Those that identify moments with ethnographic studies and journey mapping are 65% more likely to report very profitable mobile ROI.
These companies have committed to deeply understanding needs and intentions across the customer experience, in specific consumer contexts. This in-depth understanding guides a customer-driven approach to product, marketing, and overall business decisions. Two-thirds of companies that conduct ethnographic studies and perform journey mapping reported very profitable mobile ROIs, compared with 40% of others. Marketing ROIs are also stronger — 53% reported high profitability versus 40% of others.
We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.
Then we are interested in hearing from you. We have several positions available for talented UX/UI and service designers who are passionate about creating world-class user experiences. Please see the job descriptions on our website for more information, and send us your CV with a cover letter statement about yourself, your experience, and what UX […]
Experientia is proud to have been a key participant at the Roche Innovation Summit, held at Roche headquarters in Basel Switzerland on 19 June 2018. Themed “Transforming the Healthcare Experience Together”, the summit aimed to galvanize the Roche community around the future transformation of healthcare and diagnostics. With 800 attendees from Roche and Genentech global […]
Hai una startup? Hai mai pensato ai benefici che potrebbe trarre dal Design Thinking? Questa è l’opportunità per scoprirlo! DesAlps Workshop #2: Il Design Thinking per la tua startup! Giovedì 28 giugno 2018 – dalle 9:30 alle 17:00 @ I3P | Corso Castelfidardo 30/a, Torino —– Nell’ambito del progetto europeo DesAlps, un team di esperti […]
Experientia è lieta di invitare le piccole e medie imprese del territorio piemontese al: DesAlps Workshop #1: Il Design Thinking per le PMI Venerdì 18 maggio 2018 – dalle 9.00 alle 17.30 @ Rinascimenti Sociali | via Maria Vittoria 38, Torino Scopri i vantaggi che il Design Thinking può portare al tuo business per prepararvi […]
(Scroll down for English) Come può il design generare impatto? In continuità con il summit International Days of Deans and Experts: Impact Through Design (Barcellona, aprile 2018) Torino ospita il primo evento dedicato alla prospettiva italiana sull’impatto generato attraverso il design in riferimento ai Sustainable Development Goals definiti dalle Nazioni Unite. Attori dell’ecosistema territoriale ed […]